The Brandling Villa pub in South Gosforth, Newcastle, has come up with an ingenious attention-grabbing idea: serving beer for dogs.

Offering canine customers a non-alcoholic beverage made of malt, hops, and meat extract, it’s a beefy concoction that’ll make human tasters recoil in horror but has furrier members of the animal kingdom gulping it down.

The pub welcomes pets of all shapes and sizes, but so far dogs seem to be winning out, with “cat-flavoured gravy” also on offer on Sundays according to The Daily Mail.

As well as a fish-flavoured beef stock – that’ll be the “cat-flavoured gravy”, then – hungry dogs can expect their own version of chicken chasseur, as well as doggy desserts.

For the time being, the canine “booze” isn’t available for mail order, so for the time being you best set your SatNavs in the direction of Newcastle – and make sure your hounds are partial to a bit of beef.